Wireless solutions company Uniti Play has teamed up with T20 Big Bash team, the Melbourne Renegades, to launch Etihad Stadium’s first high-capacity interactive WiFi network.

Etihad is now only one of two Australian stadiums to receive complete WiFi coverage, enabled by the Uniti Play system.

Uniti Play created wireless waves across the sports and events industry when it launched the first high-capacity system with the Melbourne Storm Rugby League team at AAMI Park in August.

“Since then interest in the platform has grown dramatically,” says Uniti Play’s co-founder and executive director, Che Metcalfe.

“Both the Renegades and the Melbourne Heart have since come on board for the season.”

Uniti Play also recently launched a system for Jeep, for the 2014 Jeep Portsea Polo. Using a 60km wireless link from the Melbourne CBD, they created an exclusive network for Jeep VIP guests. Che says, “We are looking at similar roll-outs in other capital city stadiums for event organisers who want to provide high density crowds with a quality WiFi experience.

“Uniti Play opens enormous opportunities for marketing and fan engagement direct to fans’ mobile devices.”

Fans sign onto the free WiFi network during matches, logging into the custom Uniti Play portal to access a range of exclusive, interactive content, including competitions, offers, video and stats.

“Fans have been lured away from the stadium experience, to engage with their second screen at home,” Che explains.

“Uniti Play lures fans back to the stadium. In the US they’ve already created a BYOD* environment, where they can use social media and team content over WiFi and experience all the excitement of the game in real life.”

Average attendance figures at Etihad Stadium see figures from 11,296 for the A-League, up to 56,771 for the Rubgy Union in June this year. A record 42,837 for the Melbourne T20 Big Bash Derby between the Renegades and the Stars was achieved.

Uniti Play co-founder and executive director Sasha Baranikov says that more than 70% of people who sign up are using the system to engage with the content.

“We see approximately 50% of users returning to use the system.”

“As a user focussed medium, this can be much more valuable than signage at a stadium. Sponsors value the ability to identify and interact directly with individuals at an event.”